Overview
- Gran Coramino announced Tuesday that Lori Harvey has been appointed chief creative advisor to lead the brand’s new Coramino Woman platform and its summer campaign.
- In the role Harvey will shape creative direction, experiential design, brand storytelling, campaign and talent integration, and the physical environments where the brand appears.
- The appointment is the company’s first major external celebrity partnership and signals a strategic shift from pure scale to cultural and experiential expansion aimed at premium female consumers.
- The move comes after the brand reported an 85% sales jump in 2025 and more than $200 million in retail sales, with Gran Coramino emphasizing product craft from La Rojeña distillery to support premium positioning.
- Executives cite research on women's outsized influence in consumer purchases, so the brand plans curated activations, cultural events and branded content this summer and through year‑end to grow female demand.